KANSAS CITY, Mo. (Jan. 12, 2010) — Hallmark Cards, Inc., today announced the release of webcam greetings, new cards that use augmented reality technology to bring the card to life on a computer screen.

The person receiving the card can visit www.hallmark.com/extra and follow the directions to be able to view a 3D animated feature by holding the greeting card up to the web camera. The technology breathes a digital life into the card. The animation tracks with the movement of the card, so no matter which way the card is moved, the animation will rotate along in full 3D. In many cards, various scenes appear as the card is turned in different angles in front of the webcam for a range of digital experiences.

“As Hallmark embarks upon our next 100 years in business, it’s important to continually identify new ways to help amplify the emotions our consumers feel when experiencing and sharing our products,” said Monic Muldrew, associate product manager. “With the experience available through these cards that come to life with a webcam, we hope consumers will fully explore and interact with this fun new way to connect.”

The augmented reality enhancements in webcam greetings are unique to the greeting card industry. Ten cards currently are available for Valentine’s Day and, as the year progresses, the company will roll out additional webcam greetings. Most webcam greetings retail for $2.99. Some webcam greetings include a sound clip that plays when the recipient opens the card (clip is audible without going online). These cards retail for $5.99. All webcam greetings are available wherever Hallmark cards are sold.

About Hallmark Cards, Inc.

Hallmark makes the world a more caring place by helping people express what’s in their hearts and spend time together – a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 41,000 retail outlets in the U.S., including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at Hallmark.com, via cell phone at Hallmark Mobile Greetings, and on television through Hallmark Hall of Fame original movies and cable’s top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo., and is led by the third generation of the founding Hall family. Visit http://corporate.hallmark.com and http://www.hallmark.com/100years for more details.